Just recently, Google announced new features for ads, including Google Ads Image Extensions and upgrades to visuals within display ads.
In this article, I’ll cover the updates in detail.
Google Image Extensions
How would you like to show a picture alongside your search ad? Soon, you can do that.
I say “soon,” because the Google Ads Image Extension is currently in beta.
With the Image Extension feature, you can specify a photo or other graphic to display next to your search ad. Alternatively, you could also let Google’s machine learning select a picture for you.
It’s probably best to go with your own pic, though.
In the announcement, Google includes a picture of a “Hugo Boss” search page that shows an image next to the Hugo Boss ad at the top of the results list. Unsurprisingly, it’s a fashion-specific image.
And how did that Hugo Boss ad perform? Unsurprisingly well. According to Google, the company saw a 2.5x improvement in ROI and a 5% lift in CTR.
If you’d like to use Google Ads Image Extensions for your own marketing campaigns, you’ll have to wait until it’s “your turn.” Google will send you a notice when your account is eligible.
Responsive Display Ad Updates
Google also enhanced the look and feel for responsive display ads.
Now, you can choose from:
- New creative layouts
- Automatically generated video ads
- Updated dynamic ads
Pay close attention to those updated dynamic ads. They can display your business name with your logo, highlight a specific product, or showcase your latest promotion.
For example, if you offer free shipping on orders over $50, that’s a piece of info you can now include in your responsive display ad.
Remember: you can also use display ads for retargeting. That means you can tell people who’ve shown an interest in your brand all about your free shipping promo.
Even better: you can retarget based on specific pages on your site that folks have visited. That gives you the option to do some laser-like targeting to people who are likely to convert.
Smart Shopping Enhancements
Are you an etailer? If so, you’ll be happy to learn that Google is offering Smart Shopping updates as well.
Right now, you can highlight fast or free shipping with customer orders. According to Google, those kinds of promos can increase conversion rates by as much as nine percent.
Later this year, you’ll have the option to ramp up your Shopping ads with carousels. They’re dynamically curated image galleries of your most relevant products.
Why the Google Ads Image Extension Enhancements?
There’s method to Google’s madness with these ad improvements.
According to the Big G, 85% of people who shop online say product info and pics are important to them as they ponder purchasing options.
Also, Google noticed that creatives on Discovery ads can inspire people scrolling their feeds on Gmail and YouTube.
Google made changes to bring the same rich shopping experience to search and display ads.
Of course, there’s another reason that Google is ramping up its digital ad game. It’s the elephant in the room that none of us can ignore: COVID-19.
With the pandemic continuing to shut down mom-and-pop shops all across the fruited plain, many old-school retailers are turning to ecommerce. That means they need to run ads that will convince people to buy.
Highly targeted digital ads with great creatives and powerful copy tend to get clicks and conversions.
Google is doing its part to make it as easy as possible for retailers to reach folks in their target markets. That’s why you’re seeing these kinds of ad platform updates.
Wrapping It Up
Google now makes it easier for you to promote your brand and your products with imagery. If you haven’t yet checked out some of the new features on Google Ads, why not do so today?